Force For Good
Baby Knows Best

Client: Alive & Thrive Vietnam
Office: Ogilvy & Mather Vietnam

Alive & Thrive’s mass media campaign used formative research, behavior change theory, and top-notch creative to help mothers adopt a life-saving practice – breastfeeding.

With emotionally appealing visuals, charming voices of children and carefully crafted messages, this campaign broke through the clutter of Vietnam’s sophisticated media environment to change social norms.

A report on the post-campaign evaluation indicated that over 70% of mothers in the provinces surveyed saw the campaign spots, and that exposure to the campaign may be associated with increases in exclusive breastfeeding for 6 months – even in areas of the country where the team did not deliver the other components of the program.


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